PR campaign strategy development

Media campaigns & media outreach

PRODUCT LAUNCH

SWAN ALEXA SMART KETTLE

Background

With a strong British Heritage dating back to the 1920's and always at the cutting edge of design innovations, Swan invented the first electric kettle back in the 1930's. Fast forward to 2023, Swan developed the world's first Alexa Smart Kettle. Recognising the need for an impactful launch, Ever Forwards worked on developing the PR campaign strategy for media and press.

Challenges

The challenge for launch success was to create engaging coverage with significant buzz that would build product credibility, visibility and market share in a competitive space.

Strategy Development

The content creation and campaign messaging focused on positioning the Swan Smart Kettle as a contributor to enhancing daily routines and making kitchen activities more convenient and enjoyable for the consumer. Key journalists were identified for media outreach using our extensive media database and media relationships to secure high-profile, impactful full-review features and coverage which would establish credibility and trust with the target demographic audience. 

Results

Delivering with full features in titles including The Sun, The Metro, The Independent, T3 Magazine, Hello!, Yours Magazine, Stuff TV, Radio 1 and Virgin Radio. Within the first 24 hours of the PR campaign launching, it reached 5M+ consumers. The product went from a ranking of 500 on Amazon to a top 20 best seller. The latest campaign, which ran in November 2023, delivered 10K click-throughs to the Swan website and sales of over 1K units, from three full-feature reviews alone.

Other Case Studies